Eharmony Case Study Essay

In the unsanded world of devising a name for yourself, one of the virtu aloney important characteristics of human culture has begun to be lost. Love, familys, marri measure, etc. have all begun to be swal abjected by the nonion that in ramble to be conquestful in this world, your liberal attention, measure, and money must be congeal into your career. Before the 20th century, life was easy and universal. Men brought home the bacon while women stayed at home washing dishes, cleaning the ho using up, acme children, and cooking meals. Most married a stayed married.Divorce was highly frowned upon and therefore n perpetually happened. However in the turn of the century, the age of technology and equal rights activists have brought a large change in the carriage our society is unfold today. Nearly one- carve upal of all marriages now end in divorce and very few farthest more than four stratums. Not all of this is due to the selfishness and desire to stray from monogamy as most would think. Much of it has to do with the fact that people are so consumed with universe all they stick out be and not putting in the time required to have that special corporation with anformer(a) human. concordance was created to provide a way for members of society to easily carry out potential significant others and date oer the internet while not sacrificing time in their workplace. The initial response of the humans was wary. People felt embarrassed that they had to use technology to obtain that special soul alternatively than go out and do it on their own. However, soon the billet began to father on. e conformitys commercialiseing technique concentrate on ascending marriage rather than relationships and advertised other users who had great success with the site.The success stories turn out that eHarmony was the top site for finding wide- verge, committed relationships and marriages. Other sites, more(prenominal) as Match and rube personalised, const ituted themselves as successful dating sites thus far both lacked the number of successful marriages. To argue with eHarmony, Match introduced Chemistry, which mimicked eHarmony and was cogitate on producing marriages. similarly in response to the growth of eHarmony, Yahoo ad hominem introduced a Premier resource which in like manner was focused on being more personal in the fancy to produce more marriages.Now the cardinal problem for eHarmony has begun. eHarmony established itself as the trail matchmaking company but with competitors threatening to withstand market share, the company essentialed to find a way to preserve its report card and remain the top matchmaking website for long term relationships. Industry purlieu Beginning with inwrought Rivalry, eHarmony faced a lot of tilt within the industry. The most notable opposition rested in pricing. There were hundreds of dating sites on the web pertaining to many contrasting types of people. many were broad and in viting for eachone, others specific to simply a authentic demographic whether it be race, religion, and/or even marital status. along with these dating sites, were social networking sites but these proved to not generate much competition. Some sites had membership fees while others were slack. The free sites were by and large not as well run and were not successful in creating long standing relationships. However the fact that they were free forced membership sites such as Match and eHarmony to bring down the set of their subscription fees.With hundreds of matchmaking sites on the web, one would think that it would be an easy industry to enter. However, each year approximately 850 different sites attempted to trade union the industry and quickly failed or failed to ever gain a profit. eHarmony, Match, and Yahoo Personal had made names for themselves and it was going to be very rough to gain market share without a lot of capital, advertising, and marketing. discharge along with new entrants, there were also very few substitutes in the industry.Harmony established itself as the leading long-term Matchmaker and only Yahoo Personal and Match had the resources to compete. Within eHarmony, supplier index number was relatively low. The company grew to only 230 employees and half of which worked in customer service. The studies and surveys done by the company were simple and only heterogeneous searching couples. Therefore supplier costs were low and substitutes were readily available. On the flip side, purchaser power became very high for eHarmony.Harmony offered a service to ameliorate dating and have a better chance at finding that special individual. Consumers saw confidence in that by joining eHarmony they would quickly and easily find someone they could marry. Strategy in the Environment eHarmonys schema worked out very well for its targeted customers. The matchmaking industry is very difficult to cover because there are so many different clique s within it. How do you create a site that satisfies the wants and inescapably of every individual sounding for chouse? You cant.Sexuality, race, religion, personality, monogamy, long term, short term, family, age, and display are just a fraction of the characteristics needed to be considered for an online dating site. eHarmony focused its strategy on what it felt would be the largest group of buyers without taking on every single characteristic that would go into a relationship. Heterosexuals looking for a long-term relationship leading to marriage are the buyers eHarmony is looking for.The personality profile and guided conference were the backbone of eHarmony and were relied on most to twin(a) singles together. Harmony felt that these tests and strategy would only apply to this demographic so many applicants to the site were denied for various reasons such as homosexuality, being married, and having more than triple divorces. Many felt that eHarmony was discriminating agai nst these certain people however with all the research eHarmony had done, the same amount of research would need to be completed for all other demographics and could potentially harm the idea that eHarmony was a site to find marriage not a site to find an affair.However, new competitors, like Chemistry, used this to their advantage by advertising eHarmonys rejections and saying that they were ampere-second% accepting. eHarmony had no response to this but sort of should continue to defend its position as the leading matchmaking company for long-term relationships. As long as it stays on top, it can retain its customer inscription and therefore prevent Chemistry from gaining much market share. eHarmony will also apt(predicate) expand into new countries to drive costumer growth and if it does so quickly it can gain popularity before its competitors who will plausibly do the same thing.